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Presentation on the basics of finding and integrating keywords into website copy for search engine success.
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© copyright 2013 [wire] stone, llc. All Rights Reserved.
PREPARED FOR
WRITING FOR SEARCH ENGINE OPTIMIZATION
2Apr 8, 2023
Agenda+ Intro to SEO – What even is SEO??
+ Keyword – Keywords?? We don’t need no stinkin’ keywords…Do we?
+ Writing with SEO in mind – What does this look like?
+ Optimizing Content – What do you mean I may have to rewrite the copy I just wrote?
+ Discussion – What does everyone think? Concerns? Issues?
3Apr 8, 2023
Terms
+ Queries– What is typed into a search engine
+ Indexability– The capability to be listed in a search engines
index
+ Findability– The capability to have your website be found by
search engine spiders or your customer
WHAT IS SEO?
5Apr 8, 2023
From the mouth of the search beast
GOOGLE’S DEFINITION (FROM GOOGLE’S SEARCH ENGINE OPTIMIZATION STARTER GUIDE)
+ “...make it easier for search engines to crawl, index and understand your content.”
+ “Search engine optimization is often about making small modifications to parts of your website. When viewed individually, these changes might seem like incremental improvements, but when combined with other optimizations, they could have a noticeable impact on your site's user experience and performance in organic search results.”
6Apr 8, 2023
Own your messageI OWN THIS!
7Apr 8, 2023
Fast vs. goodBLACK HAT VS WHITE HAT
+ What makes Black Hat so evil?
+ Why do companies even consider Black Hat?
+ Why you should choose White Hat!
8Apr 8, 2023
SEO: A key part of content strategy
HOW DO THEY PLAY TOGETHER
+ Search engine optimization relies heavily on content
+ Strategically developed content performs better
+ Relationship between Content Strategy and SEO has changed
– Moved from siloed practices to an intertwined force of domination
+ How does content strategy add to SEO?– Identify the type of content the customer wants– Identify the content available and gaps in content– Manage sitewide content to align with goals and personas
KEYWORDS…REALLY??
10Apr 8, 2023
For more than just good looks
KEYWORD USAGE
+ Suggestions not demands
+ Meant to help drive relevant traffic to the page
+ Align to the SEO strategy
+ Backed up by research (more on that coming up)
11Apr 8, 2023
How do you identify good keywords?
HAVE A BRAINSTORM SESSION
+ Whether an internal team or an agency get some heads together
+ Should you take the HiPPO into account? Why, why not?
+ Can you get actual customers/visitors involved?
12Apr 8, 2023
Identifying good keywords (cont’d)
TOOLS
+ Google AdWords Keyword Tool
– Yes, I know we aren’t buying ads
+ SpyFu – Competitive Analysis
+ Many, Many Others
13Apr 8, 2023
Let’s brainstorm!EXAMPLE TIME
+ Google Chromebook
NOW PUT THEM TO WORK!
15Apr 8, 2023
What should you optimize for SEO?
CONTENT SECTIONS BY ORDER OF IMPORTANCE (VISIBLE TEXT)
+ Headline
+ 1st Sentence of Copy
+ 1st Paragraph of Copy
16Apr 8, 2023
What should you optimize for SEO?
BACKEND CODE BY ORDER OF IMPORTANCE (BEHIND THE SCENES)
+ Title
+ Description
+ Image Alt Tags
+ Microformats (addresses, recipes & more)
+ Social Media Tags
17Apr 8, 2023
Keyword Density: It’s a Myth!RELEVANT CONTENT (NOT MORE KEYWORDS) GETS RESULTS
+ No such thing as a certain number of keywords per amount of content
+ Based on prioritizing relevant content instead (inverted pyramid style)
18Apr 8, 2023
Writing with SEO in MindWHY THEY ARE CALLED RECOMMENDATIONS
+ Good content gets shared
+ Optimized content gets found
+ Good content that is optimized thrives
+ Optimization should NOT sacrifice good content
WHERE THE END IS TRULY THE BEGINNING
20Apr 8, 2023
O is for Optimization, not “Oh My”
WHY DO WE NEED TO REVIEW THE CONTENT?
+ Performance is not up to expectations
+ Initial optimization is a great guess based on data
+ Analytics data helps to inform the next steps
21Apr 8, 2023
Building on the BasicsDON’T THROW THE BABY OUT WITH THE BATHWATER
+ Optimization is a process of improving what already exists.
+ Remember what Google said; it’s about the small things.
+ True optimization comes from consistent ongoing effort; it’s not a one-time thing.
SO WHAT’S STOPPING YOU?
23Apr 8, 2023
Stop… Discussion Time!
THANK YOUKEVIN GAMACHE – SEARCH MARKETING STRATEGISTTWITTER:@KEVINGAMACHE[wire] stone